Modern Marketing Strategies: What Matters Now and What’s Next
In today’s digital landscape, propane companies face both marketing challenges and opportunities. From staff shortages to shifting customer expectations and emerging technology, success depends on knowing both current best practices and future-ready approaches. Let’s take a closer look at these proactive strategies.
Deliver Exceptional Customer Experiences
Customers expect more channels of communication and faster responses. Offer multiple ways to connect – phone, email, SMS, chatbots – and make communication pre-planned. Automated texts or emails can remind customers about delivery schedules, maintenance needs, or billing updates. This keeps customers informed, builds trust, and drives loyalty.
Balance Your Marketing Budget Wisely
Tailor your spending across both digital and traditional channels:
• SEO & Local Search: Optimize your website and Google Business Profile for local queries to boost visibility
• Paid Ads & PPC: Run Google Ads and social retargeting to reach users actively seeking propane services
• Social Media: Build brand awareness, trust, and engagement using interesting posts, images, and user testimonials
• Offline Channels: Supplement online efforts with direct mail or local ads to reach audiences who rely less on digital sources
Leverage AI & Automation
AI is changing the propane marketing game. It can:
• Assist with customer communications (chatbots, email responses)
• Generate ideas for campaigns
• Forecast demand, support routing decisions, and optimize processes
Automated software, like CRM or route planning tools, streamlines delivery and customer relationship management.
Use Tank Monitoring to Drive Upsells
Encourage customers with will-call accounts to switch to automatic delivery. Smart tank monitoring systems track fuel levels in real time, enabling on-time deliveries and reducing run-out events. Offering a trial of this service can build adoption and foster reliable revenue.
Boost Referrals and Re-Engage Past Customers
Word-of-mouth referrals remain a powerful source of advertising. Invite satisfied customers to refer others or leave an online review after each interaction. Offer incentives like gift cards for successful referrals that turn into actual accounts.
For former customers, targeted offers via Facebook Ads can re-engage them with personalized deals – reminding them of why they chose your services in the first place.
Create Compelling Digital Content
Digital platforms let you connect beyond basic service. Share short videos, customer testimonials, and images showcasing your equipment and team. Research shows that approximately 44% of consumers prefer video when learning about new services. Be sure to maintain consistency across your website, social media, and review platforms.
Plan for the Future
As you strive to keep your business strong today, it’s imperative that you set your sights on what’s ahead as well.
• Expand service offerings: Add maintenance checks, tank inspections, or partnerships with contractors to open new revenue streams
• Use data wisely: Gather usage and delivery data to spot trends, set accurate inventories, and optimize costs
• Stay informed on trends: Renewable propane, microgrids, and emerging technology may soon shape marketing angles and offerings
In Summary
To lead in today’s competitive propane market:
• Make customer communication seamless and proactive
• Invest in digital marketing and local optimization
• Apply AI and automation for efficiency and personalized service
• Use smart tank technology to improve delivery predictability
• Build referrals and re-engage past clients
• Share engaging digital content
• Diversify service offerings and base decisions on research-based data
Implementing these strategies, which are all grounded in carefully curated industry insights, can help propane businesses both thrive now and prepare for the market ahead. The company that takes a proactive approach such as the one outlined here will be the one that emerges as the local leader in the energy sector.
